In this age of clutter, subtlety is lost on people, unless it is as subtle as a sledgehammer.

Our work must pass through the stringent litmus of ‘Demonstrable Difference’.

Whatever we do must be vastly different from anything the world has seen before. However it is not easy.

This can only be done by having a deep understanding of people and culture. By having spunk and wild imagination.

It’s no surprise that ideas with ‘Demonstrable Difference’ create extraordinary impact and build sustainable competitive advantage.

In a world that is getting increasingly social media conditioned, trust in conventional research is on the wane.

We understand human beings as people first. Not some random cohort or consumer segment.

Our insights are tempered by:
– Observation, in-depth conversation, decoding peoples’ behaviors.
– Engaging in dialogue with experts who influence popular culture.
– Shaping content for TV, OTT and movies.

For the past 10 years we have been shaping content that goes on TV everyday and that gives us an intuitive pulse of the people and the culture of India.

Today’s India is young and youthful.
It has low tolerance for broken promises.

Indians want doers not talkers. So delivery of brand promise is the most crucial factor for success.

Through research and observation we have found that alignment between brand promise and internal company culture leads to better delivery.

The True Brand Model helps find a differentiated promise that the brand can deliver and aligns internal culture to it…resulting in better delivery of promise, competitive advantage, high impact and happy consumers.

TRUE BRAND
Brand Strategy

Promise what you can deliver
Internal Culture

Deliver what you’ve promised
  • Cultural Truths

    Pivotal societal insights

  • Brand Vision

    Reason for existence

  • Brand Promise

    The unique offering

  • Brand Purpose

    Societal impact

  • Brand Personality

    Values and behavior

  • Immersion

    Decoding the current organization culture

  • CEO Mirror

    Preview of what’s working and what’s not

  • Alignment

    Defining a new culture and aligning it to the brand promise

  • Live the Promise

    Beliefs, Rituals, Behaviors, Communications

  • Partnering HR

    Training, Motivating, Rewarding